Most Amazon shoppers don’t convert on their first visit. Many browse, compare, or even add to cart, and then leave without buying. But that doesn’t mean the opportunity is lost. Retargeting ads help you re-engage these high-intent shoppers and give you another shot at making the sale.
In this guide, we’ll break down how Amazon retargeting works, why it’s so effective, and the proven strategies you can use to turn missed opportunities into consistent revenue.
Amazon retargeting helps you reach shoppers who showed interest in your product but didn’t buy. These ads target users based on behaviors like viewing your product, adding it to their cart, or browsing similar listings.
Here’s why it’s a key sales driver:
To start retargeting, you need to know which ad tools let you re-engage shoppers. Each has its strengths and ideal use cases.
These ads appear both on Amazon and external websites. They target shoppers who viewed your product or similar items but didn’t make a purchase.
Why it’s effective: Your product remains visible even after the shopper leaves Amazon. For instance, if someone visits your listing and then continues browsing elsewhere, they might see your ad again while reading a blog or shopping on another site. This keeps your brand top-of-mind and increases the likelihood they return to complete their purchase.
Amazon DSP offers more advanced retargeting capabilities by leveraging Amazon’s deep shopper data. You can target highly specific behaviors and display ads across Amazon, mobile apps, and third-party websites.
Why it’s effective: DSP allows you to reach valuable segments like cart abandoners, competitor product viewers, or shoppers searching for related keywords. It’s ideal for sellers with larger budgets who want more control over audience targeting and campaign performance.
Choosing the right retargeting tool is only the first step. These strategies help turn visibility into actual conversions.
These shoppers came close to buying—they added your product to their cart but didn’t check out.
Why it works: They’ve already made a mental commitment. A gentle reminder—or a small discount—can close the deal.
How to do it: Use Sponsored Display to target these users and test promotions like limited-time deals to encourage completion.
Dynamic ads show shoppers the specific product they viewed earlier.
Why it works: Seeing the same product again helps trigger familiarity and overcome hesitation.
How to do it: Ensure your product detail page is optimized with compelling images, clear bullet points, and strong reviews so you can seal the deal on the second visit.
Target people who browsed or purchased competing products.
Why it works: They’re actively looking to buy something in your category—if you present a better value, you can win the sale.
How to do it: Use DSP to build a “competitor conquesting” campaign and highlight key advantages like better reviews, pricing, or features.
Perfect for repeat-use items or consumable products (e.g. supplements, home essentials).
Why it works: Volume-based deals (like “Buy 2, Save 10%”) increase the average order size and make the offer feel like a better deal.
How to do it: Link your volume discount to a retargeting campaign, and mention the deal clearly in your ad copy to drive urgency.
Running a campaign is easy. Getting results requires ongoing optimization. Here’s how to fine-tune for maximum impact.
Shoppers trust social proof. If they click your ad and see few or no reviews, they may not buy.
Focus your retargeting campaigns on ASINs that have a healthy number of strong reviews. Build up newer products first before adding them to your campaigns.
Experiment with different headlines, product images, and calls-to-action (like “Shop Now” or “Limited Time Deal”).
Run A/B tests to see which variations drive the best results, and use those insights to refine future ads. Even small changes in your creative can significantly impact click-through rates and conversions.
Repeated exposure to the same ad can cause shoppers to lose interest—a common issue known as “ad fatigue.”
To keep your audience engaged, refresh your creatives regularly. Rotate visuals and update messaging every few weeks to keep your ads feeling new and relevant.
This refers to how far back Amazon looks to find shoppers who viewed your product.
Shorter windows (7–14 days) are great for impulse buys. Longer windows (30–90 days) work for high-consideration items.
Tip: Start with 14 days, then test longer windows to see what gets the best results for your product type.
Don’t rely on just one strategy. Run Sponsored Products or Sponsored Brands alongside your retargeting campaigns. This creates a full-funnel experience where you're present during both search and post-browse phases.
Tracking performance helps you spend smarter.
-ACoS (Advertising Cost of Sale): Lower is better—it means your ads are generating more revenue for less spend.
-ROAS (Return on Ad Spend): Higher is better—you’re earning more per advertising dollar spent.
-CTR (Click-Through Rate): Shows how compelling your ad is to your audience.
-Conversion Rate: Tells you if your product detail page is convincing enough to close the sale.
Just because someone didn’t buy the first time doesn’t mean they won’t. Retargeting helps you bring those interested shoppers back, at a lower cost and with higher intent than cold traffic.
Whether through Sponsored Display or DSP, retargeting campaigns give you the chance to turn missed clicks into meaningful sales. Focus on warm audiences, tailor your creative, monitor performance, and iterate consistently.
Done right, retargeting isn’t just a tactic, it’s one of the most profitable levers for scaling your Amazon business.
